| Week |
Subject |
Related Preparation |
| 1) |
• Syllabus.
• Explain the communication process.
• Define and explain integrated marketing communications (IMC).
• Explain an integrated marketing communications plan.
• Explain the value of IMC.
• Identify the components of an integrated marketing communications program.
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| 2) |
• Define and explain the corporate image.
• Explain the components of a corporate image.
• Explain the role of a corporate image: Consumer perspective and company perspective.
• Explain how to identify the desired image.
• Explain how to create the right image.
• Explain how to change an image.
• Explain the different types of corporate names.
• Explain the characteristics of effective logos.
• Define the branding.
• Explain the types of brands.
• Explain how packages and labels support an IMC program.
• Explain the ethical issues in brand management.
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Review the Syllabus.
Read chapter 1.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 3) |
• Define and explain the target markets and market segments.
• Explain what categories are used to identify consumer target markets or market segments.
• Explain the market segmentation by consumer groups.
• Explain the methods of segmenting consumer markets: demographics, psychographics, geographic, benefits, usage.
• Explain the business-to-business market segmentation.
• Explain the product positioning.
• Explain the marketing communications objectives.
• Explain how to establish a communication budget.
• Explain the types of budgets.
• Explain the IMC components
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Read chapter 2.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 4) |
• Define and explain the advertising management program.
• Explain the in-house versus external advertising agencies.
• Explain the advantages of in-house versus outside agencies.
• Explain the steps in selecting an advertising agency.
• Define the advertising campaign management.
• Define and explain the advertising research.
• Explain the primary goals of advertising.
• Explain the issues in the media selection process.
• Explain the creative brief.
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Read chapter 3.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 5) |
• Explain the types of advertising appeals: Fear, humor, sex, musical, rational, emotional, scarcity. |
Read chapter 4.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
|
| 6) |
• Define message theme.
• Define message strategy.
• Explain the types of message strategies: Cognitive, affective, conative.
• Define executional framework.
• Explain what types of executional frameworks help to deliver quality advertising message.
• Explain which types of sources or spokespersons can be featured in advertisement.
• Explain what process is used to create advertisements.
• Explain the principles of advertising effectiveness.
• Explain how advertising programs adjusted to fit international circumstances.
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Read chapter 5.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 7) |
midterm exam |
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| 8) |
• Define media strategy.
• Explain what elements and individuals are involved in media planning.
• Define media planners.
• Define media buyers.
• Define and explain the frequency.
• Define and explain opportunities to see (OTS).
• Define and explain gross rating points (GRPs).
• Define and explain cost per thousand (CPM).
• Define the ratings.
• Define and explain cost per rating point (CPRP).
• Define and explain the continuity.
• Explain some of the primary advertising objectives.
• Explain the media selection.
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| 9) |
• Define and explain the digital marketing.
• Explain web 4.0
• Explain e-commerce.
• Explain the mobile marketing.
• Define and explain the interactive marketing.
• Explain what types of online advertising campaigns can use to reach consumer.
• Explain the banner advertising.
• Explain online social network: Facebook, twitter
• Explain the blogs.
• Explain the e-mail.
• Define and explain viral marketing.
• Define and explain the buzz marketing.
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Read chapter 7.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 10) |
• Explain the product placements and branded entertainment.
• Explain in-store marketing.
• Explain the point-of-purchase displays (POP).
|
Read chapter 8.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
|
| 11) |
• Define and explain database marketing.
• Explain how to build a data warehouse.
• Explain the database coding and analysis.
• Explain data mining.
• Explain the purposes of data coding and data mining.
• Explain how database-driven marketing communication programs help personalize interactions with customers.
• Define and explain the customer relationship management (CRM).
• Define and explain the direct response marketing.
• Explain the personal selling.
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Read chapter 9.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 12) |
• Explain how the various forms of consumer promotions help to pull consumers into stores.
• Explain the types of consumer promotions: coupons, premiums, refunds and rebates, sampling, bonus packs, price-offs
• Explain the benefits of each consumer promotions type.
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Read chapter 10.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 13) |
• Define and explain the public relations (PR).
• Explain what relationships exist between public relations and the marketing activities performed by a company.
• Explain internal versus external public relations.
• Explain how the public relations functions help to built better relationships with all internal and external stakeholders.
• Explain what types of positive image-building programs can be used by companies.
• Explain the green marketing.
• Explain what steps companies take to prevent or reduce image damage when negative events occur.
• Define and explain the sponsorship marketing.
• Explain the forms of sponsorship.
• Define and explain event marketing.
• Explain how to select sponsorships and events.
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Read chapter 11.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 14) |
• Explain the marketing communications regulations.
• Explain the integrated marketing communications and ethics.
• Explain the ethics and advertising.
• Explain marketing and ethics.
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Read chapter 12.
Answer the review questions at the end of the chapter, be prepared to discuss in class.
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| 15) |
final exam |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
Explain the essential body of knowledge in the area of business administration, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models |
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| 2) |
Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions |
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| 3) |
Recognize the importance of technological development, especially in information technologies, and utilize them in business administration |
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| 4) |
Evaluate the body of knowledge in the dynamic business world and business functional areas to asses needs, manage and lead change by using critical and innovative thinking |
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| 5) |
Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures |
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| 6) |
Fulfill their responsibility in teamwork and projects in businesses, and act as a leader |
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| 7) |
Communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of business administration |
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| 8) |
Recognize individual and multi-cultural diversity, and can emphatically interact with individuals from diverse cultural backgrounds in social and professional settings |
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| 9) |
Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society |
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| 10) |
Recognize interrelationship among business and other disciplines, and relate knowledge from diverse areas to formulate novel solutions in the area of business administration |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
